A low-cost, multi-channel campaign strategy was devised, targeted to attract home ‘movers’. Strip and small space advertising was created for real-estate classifieds, direct mail packs were sent to recent home sellers, e-direct mail was sent to Telstra customers and a series of D-HTML banner ads were placed on relevant sites (real estate, Yellow Pages, etc.).Our proposition that ‘Telstra was helping care for your move every step of the way’ was visually supported by the use of the cartoon-like W’s, playfully but carefully carrying various household items, matched with the headline: 'Before you move house, visit Telstra moving home'.

During the campaign, visits to the site, in terms of unique visitors and frequency, increased dramatically and the number of online disconnections/reconnections, increased by 51%.We were also able to test effectiveness of individual campaign components through the use of different URL addresses.Online, the use of D-HTML banner advertising outstripped the effectiveness of static banners by over 300%.